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    Features

    Positioning The Supplement Market For Long-Term Success

    To stem a tide of criticism, industry refocuses on safety, quality and traceability.

    Positioning The Supplement Market For Long-Term Success
    More than two-thirds of U.S. adults take dietary supplements.
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    Sean Moloughney, Editor04.01.16
    Despite a barrage of negative publicity that reached a pinnacle in February 2015 with the New York Attorney General investigation of botanical dietary supplements sold at GNC, Target, Walgreens and Walmart, the industry overall still seems to be on strong footing, according to sales data, consumer surveys and expert analysis. However, future success will likely require a renewed commitment to quality and strong standards for safety and traceability.

    More than two-thirds (68%) of U.S. adults take dietary supplements, which has been consistent over the past five years, according to the 2015 Council for Responsible Nutrition (CRN) Consumer Survey, an analysis conducted annually since 2000.

    Overall, confidence in the safety, quality and effectiveness of dietary supplements has also remained stable over the past five years, at 84% in 2015. Usage was highest, and confidence was strongest, in the vitamin and mineral category; among supplement users, 78% reported taking a multivitamin, 32% vitamin D, 27% vitamin C, 24% calcium and 18% B vitamins.

    Regular usage of a variety of supplements seems to increase wit

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